It's not a secret that TikTok pretty quickly won the love of users around the world. This video-sharing app became the most popular app. According to Sensor Tower, TikTok has been downloaded more than 2 billion times globally on the App Store and Google Play. 

On the back of surging growth, TikTok began a popular marketing tool for brands and companies. 

But it's not all plain sailing, TikTok Ads is quite an expensive platform to advertise on. Сost per thousand impressions on TikTok is around $10, and advertisers have to spend at least $500 on their campaigns. Even though TikTok Ads might be costly for some brands, advertisers are still interested in them.  

This article will show you how to use TikTok as a marketing tool for your business and which types of ads to select for your goals.

TikTok Ad Formats

Brand Takeover

The first thing a user sees when opening TikTok is a brand takeover ad. This is a three-second image or a three to five-second video up to 2MB in size that takes up the entire screen. 

Since TikTok shows only one Brand Takeover ad to a user per day, this format can guarantee high reach and a significant increase of brand awareness. Brands that want to try Brand takeover ads should be ready to pay premium prices for this spot. 



In-feed ads 

In-Feed Ads are up to 60 seconds long (the optimal duration is 15 seconds) and appear between videos when a user scrolls through the 'For You' page. They usually look like organic user-generated content. Their goal is to catch a user's attention within the first seconds before they continue to scroll.

Advertisers can add various CTAs in their in-feed ads to encourage users to download an app, visit a website or brand's TikTok Business Account.



TopView ads

TopView ads are video ads with a custom link that last up to 60 seconds and take the full screen. These ads are very similar to the Brand Takeover format. The only difference is that they appear after 3 seconds after a user opens a feed, while takeover ads appear immediately after a user opens the app.



Branded effects

Branded effects are a great way to encourage users to use custom branded filters and effects (like Snapchat) when creating content. This way, an audience gets involved, and as a result, the brand gets more mentions. One of the most popular ideas with these ads for higher engagement is integrating branded effects with a Hashtag challenge. 



Hashtag Challenge

It's one of the most popular and expensive TikTok's formats at around $150,000. But it's worth it , the average participation ratio is 8,5%. 

The Hashtag Challenge format is usually launched by brands with influencers/bloggers. They announce the start of the challenge and offer an audience the opportunity to create their own videos according to the given rules and mark them with the necessary hashtags. These challenges last between 3 to 6 days. All the videos are shown in the Discovery tab so more people can discover your hashtag. 




Then a brand selects and awards several winners. The lucky ones get the brand's products, or they can meet the star who launched the challenge. But the main thing for them is the popularity in this social media and the growth of views.

With this ad format, you can significantly increase your target audience, get more subscribers and promote your brand.

Partnership with TikTok influencers

Just like on Instagram, brand representatives can contact influencers/bloggers to discuss a partnership. The key to success is to select a relevant influencer, the one who fits with your product and who has a relevant audience interested in buying your product. It's crucial to spend enough time researching influencers, their audience, and content to get the right results. 

For example, suppose you sell skate shoes for skateboarding. In that case, it's better to partner with bloggers whose activity is related to skateboarding because it will look more trustworthy. If you want to partner with famous influencers no matter who is their target audience, keep in mind that you might end up wasting your budget.


First of all, decide whether you should advertise on TikTok or not. Your answer will depend on your product, budget, and potential audience.

Start with creating an account with a brand name, logo, and creative profile description.

After that, you need to proceed to the most important thing — creating high-quality and relevant content to attract an audience. First, analyze TikTok trends, influencers, and user reactions to different content. The resulting information should help you plan your strategy and select the right ad format for your brand so you can start creating a campaign.  Read our step-by-step guide on how to create a TikTok Ads campaign.

If you want to better manage TikTok Ads campaigns, eLama is here to help you control the performance of your TikTok ads. Build your own scenarios, giving them control over the ads to avoid budget overspending. Learn more about automated rules and how they work. 

Marketing Specialist